“The foundation working session with creative industry heads bought together the smarts to solve a very complex problem. It generated multiple, critical perspectives and shone a bright light into a dark place – bringing clarity, energy and possibility to our organisational thinking and value to our members”.

01 LOGOTYPE: developed for Guildhouse 02 WEBSITE 03 COLLATERAL: 4 Page A5 profile showing new Guildhouse identity.

www.workingimages.com.au

PROFILE GUILDHOUSE: BRAND STRATEGY, NAMING, BRAND IDENTITY, BRAND PLATFORM AND COLLATERAL FOR SOUTH AUSTRALIA’S OLDEST ARTS INSTITUTION.

Responding to significant changes and challenges that have emerged within the creative arts sector nationally, Working Images was engaged to rebrand and reposition Craftsouth.

As a basis for the work we devised and facilitated a Foundation Working session bringing together senior figures spanning business and the arts in Adelaide. The group participated on a voluntary basis with each person feeling a sense of contributing to an exciting challenge and the chance to effect real organisational change. The group discussion moved through a series of design conversations crafted for the session and responding to core issues the group faced – with the aim of mapping a future for the organisation and its members.

As a significant outcome from the session a concise design brief and strategic map was defined which formed the basis for the brand development and naming. A brand profiling session was facilitated for the team in-house that mapped all aspects of the internal and external landscape of the business.

The naming process was a fundamental aspect of developing the brand and repositioning the organisation. A senior writer and editor was engaged to assist the creative team working from first principles and a swathe of generous background data from the foundation working session. The name Guildhouse reflects the earliest roots of craft and design practice and serves to reflect the fraternity that united disparate practices through the guild. The notion of the guild emerged from the foundation working session as a central tenet for the brand – that it would create a bridge that had the potential to unify disparate forms of creative practice.

The visual identity is comprised of a hand-crafted logotype that aims to evoke the historic origins of the name through a contemporary rendering. The notion of the guild is also reflected in the symbolic form of the house. The varied and colourful graphic elements of each house is reflective of the unique aspects of work that defines each creative practitioner. The common form describes the aspects of practice that unites the artists across various disciplines.

The rebrand and subsequent repositioning of South Australia’s oldest arts institution has been successful, leading to increased relevance with members and has demonstrated relevance with major funding partners.

Profile+program-CD1.1.indd 1 17/07/13 5:28 PM

02

01

03